The RK Swamy Hansa Group has won the communication mandate for Tractors and Farm Equipment (TAFE), following a multi-agency pitch.
RK Swamy Hansa Group will handle all ATL (creative, rural marketing and media), BTL (promotions, events and activation) and CRM and analytics for TAFE.
Commenting on the win, V V Vijay Gopal, president (south and east), R K Swamy BBDO, said, "The collective expertise and deep insights that various entities of the R K Swamy Hansa bring, is what enabled this win. Our task will be to enhance the equity the client has on Massey Ferguson Tractors, Engines etc. and deliver a unique customer experience.”
Specialist divisions Hansa Cequity and Social^Rural Direction were critical partners with the creative agency during the pitch stage, said a statement from RK Swamy Hansa Group.
As part of the mandate, R K Swamy BBDO Creative, Hansa Customer Equity, R K Swamy Media Group, Social^Rural Direction and Hansa Events & Activation will come together to offer specific services.
R K Swamy BBDO will handle the exercise of building the tractor brand Massey Ferguson. The agency will be the single point of contact, with primary focus on strategy planning and creative execution for both ATL and BTL requirements.
Hansa Cequity will provide focused CRM and analytics programs to enhance pre-sales and post-sales experience, and also manage the Massey Ferguson customer relationship centre.
R K Swamy MediaGroup is entrusted with the media planning and buying work, while Social^Rural Direction will develop strategy as well as implement the rural marketing programs and events for TAFE across states.